Marketing Plan for Coca-Cola: A Comprehensive Report

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Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................................3
Role and Responsibility of Marketing Functions..........................................................................................4
MARKETING LINKAGE..................................................................................................................................6
COCA COLA – PEPSICO 7P’s Marketing Mix.................................................................................................8
MARKETING PLAN FOR COCA COLA...........................................................................................................11
CONCLUSION.............................................................................................................................................18
REFERENCES..............................................................................................................................................19

INTRODUCTION
This assignment is based on the marketing essentials in the fast moving consumer goods
industry and it will provide roles of marketing in this industry. It will analyze how marketing
function works and also relates to other organizations.In this assignment includes 7P’s of the
company and provides the information about their marketing approaches and strategies for
achieving the desired objectives of the organization. The chosen organization is COCA-COLA, it
is biggest beverage brand in the world, and itsends their products over 200 countries
worldwide and around 1.8 billion soft drinks served by the organization to theconsumers each
day. Coca-cola is the oldest brand of United States since 1886. So, Coca Cola uses different
approaches and tactics to marketing their products which are evaluated and compare with
other organization in this assignment. There is a marketing plan for Coca Cola which will helps
to retain the organizational objectives by application of this marketing plan.

Role and Responsibility of Marketing Functions
Figure 1: Marketing Functions
Source: Watson, 2018
Buying
It is an important function of marketing of the organization, Coca Cola required a huge quantity
of raw materials to make finished products to fulfill the requirement of consumers. In other
words, buying is a portion of marketing function which manages the quantity, quality, and
different variety of the raw products for purchased and within the specified time duration
(Ahmed, 2013).
Selling
The selling function of marketing is to analyze the need of customers and fulfill their
requirement by providing products according to them. It refers to the process of influencing
customers by personalized skills and helps to make decisions. Basically, this function is
providing specific products to the customer’s requirement and it includes direct selling and
retail customers(Brealey et al, 2012).
Distribution

The organization should ensure about the distribution channels uses for their products. It
includes some factors such as market analysis, the requirement of capital in the business, and
product lifestyle. In this organization, it uses inventory management which will help to manage
the distribution of products in various places(Brealey et al, 2012).
Financing
Financing is a necessary part of marketing function which helps to produce products of the
organization. Coca-cola organization needs fixed working capital to operate various things such
as marketing of products, extended trade credits, and other operating expenses which includes
salary and wages, administration expenses and for transportation.
Marketing- Information Management
Coca-cola needs to collect information for better marketing of the products and making
effective decisions for the development of an organization. The main objectives of this function
are to gather the information, assembling in different information, synchronizing and evaluating
information. It reflects various information’s which is to be collected from the consumer
analysis, such as customers, locations of customers, the requirement of customers, customer
preferences and the buying process of the product by the customers.
Promotion
Promotion stands for the advertisement and promotional activities organized by the company
for the customers to purchase a variety of products and the main objective of this activity to
attract peoples for products, there are some methods of promotion are personalselling,
advertisement, publicity, and sales promotion.
Product and Service Management
Marketing functions are most important for any organization to promote and provide products
and services. This function of marketing stands for maintaining, improving and developing
products to get more opportunities. The main object of this function to make plans, execution

of policies, directs and monitoring& controlling the product life cycle from the starting to the
ending.
MARKETING LINKAGE
The marketing function of Coca Cola is not enough to provide that response separately and not
able to achieve the desired objectives of the organization. Therefore, it is important to require
to makes a strong relationship and connectivity with other departments within the
organization. In this head the discussion about the interrelation of marketing with human
resources management, research and development, finance, procurement, operating activities,
and customer services.
Research and Development
Research and development is the backbone of the Coca-cola which brings creative products and
innovative ideas into the organization for the betterment of growth.Research and development
is to work with the collaboration of marketing functions to identify the consumers need and
fulfill the requirement of customers. This department plays an essential role in the marketing of
products in the market to capture more customers(Hakansson, 2015).
Human Resource Management
Human resource management is involving selection and recruitment, training and development
of employees. The marketing function is interrelated with human resource management to hire
effective marketing executives and this department helps to organize the induction process for
the new employees. This department is necessary for the organization for set up proper
marketing functions.
Finance
The marketing department needs to work closely with the finance department to ensure that
the particular budget is derived to make promotion, advertisement, and also for distribution
activities. Finance department ensures that every department has its financial capacities and to

work within their provided budget. Not even any department makes their work done without
the concern of the finance department(Brealey et al, 2012).
Operations
The operation department includes various activities such as packaging distribution and
warehousing of the products. Operation department refers to the manufacturing and
production of the products as well as logistics. Marketing managers need to sell their product
and services in the market, so marketer needs to know about the products in the stock and
duration of the time limit. Marketers promote the products and increase the sale, with the
concern about the operations to provide a supply of the goods(Brealey et al, 2012).
Legal
A legal department in the coca cola works to resolve any legal issues and could be arises. This
department consists the contracts, managing court cases and handling employee’s policies.
Marketing should promote the products by the follow the rules and regulations which are
essentially required. Sometimes the marketing department has to make some changes in the
process; firstly they have to concern with the legal department(Brealey et al, 2012).

COCA COLA – PEPSICO 7P’s Marketing Mix
In this assignment, the comparison of COCA-COLA with PEPSICO which derives in seven Ps of
marketing mix which and these p’s are price, people, place, promotion, process,product
andphysical evidence. There is a comparison of Coca-cola and PepsiCo on the different aspects
of the marketing mix are following as: (Kusama et al, 2014).
Figure 2: Marketing Mix 7P's
Source: PWC, 2019
Product
The product stands for the object which is sales by the organization to the customers and gets
profit. Coca-cola sells its product worldwide and these products are included different types of
beverages which are divided in some brands. It considers Diet Coke, Sprite, Fanta, Thums up
and etc. while comparison with PepsiCo it has also different brands which are Mountain Dew,
7up Diet Pepsi and etc. from the market analysis that Coca-cola has largest market share by
their variety of products (Dudovskiy, 2016).
Pricing
Pricing refers to theamount which is required to make payment for the buying of products and
services. Pricing is generally done by the market segment of the coca cola and through the

analysis in the market that, what customer can spend for the products. Coca-cola has released
their prices by analyzing competitors pricing and also it has online sale channels which help to
make more profit. Talking about the PepsiCo, it has a specific distribution channel to supply
their products in different places of the world and flexible prices. By the analysis, this
comparison and on the bases of market share coca cola has a wider range of sales in 200
countries (Dudovskiy, 2016).
Place
Place indicates the location of the product utilized, it means that the product can be used in
different locations and places of the world. Coca-cola has to deliver its products more than 200
countries and 5 continents (Dudovskiy, 2016). This is the 3rd largest organization in 2018 after
Google and Apple. Coca-cola distributes its products across the world and even in rural areas, it
has a strong distribution channel. While PepsiCo has not that good distribution
channelsbecause of the monopoly set up by the coca cola in several places in the world.
People
In the process of the marketing mix, it is considering a number of consumers, management,
employees, customer services and their culture. Coca-cola has a wider market share of
consumers and it has the largest employees structure in the organization which is filly skilled
and having innovative ideas (Dudovskiy, 2016). While PepsiCo has a separate identity in the
global market because it is also involving to provide other services like snacks, and other
refreshments. Coca-cola is independently working and develop their prospects.
Promotion
Promotion means to make the advertisement and other attracting activities to the customers
for increasing sales. Coca-cola spends billions of dollars in a year for promotional and
advertising activity. It uses different activities for maintaining the position in the market against
rivals. While PepsiCo also uses marketing and promotional activity at the global level but not
that much effective. Coco cola has effective and different promotional tactics which are
unbreakable by any other company (Dudovskiy, 2016).

Process
This stands for the manufacturing process of the product of the organization and also makes
distribution of the products. Coca-cola usesunique and creative in the production of new
products which help to make effectual attraction to the customers and the rival PepsiCo is very
slow to adopt innovative things which are not made more impact on consumers (Dudovskiy,
2016).
Physical Evidence
Physical evidence is referred to the organizational intangible assets which use by the marketer
to promote products in the market. Coca-cola is a world famous brand which makes the trust of
their qualities in front of consumers. While PepsiCo uses their brand image logo and variety for
promoting their products but coca cola using the unique flavor of which is more affected in
between the consumers and helps to increase the sales (Dudovskiy, 2016).

MARKETING PLAN FOR COCA COLA
EXECUTIVE SUMMARY
Basically, the marketing plans arealso known as a business plan for the organization it contains
detailed documents of various marketing activities which are completed in a year. A marketing
plan is containing various promotional and advertisement activities for the specific brand for
achieving the desired objectives of the organization. It includes different types of marketing
strategies and marketing mix for the analysis of outcomes and to achieve desired goals. This
marketing plan guides step by step for the development procedure of Coca Cola. The main
object of the marketing plan is to make differentiation from the competitors in the market and
this plans to have market analysis information about the current position, competitor analysis,
and having different marketing tools for achieving desired objectives of the organization. A
marketing plan contains different approaches like SWOT analysis which is essentially required
by the organization to achieve tremendous applications in the organization. After that, PESTLE
analysis occurs in the marketing plan for the identification of external factors. It is necessary to
have information about the financial and promotional analysis in this plan. In this marketing
plan contains all the information about the industrial attractiveness and STP (Segmentation,
target, and positioning) which helps to achieve the desired objective of the organization.
Figure 3: COCA COLA

Source: Coca Cola
INTRODUCTION
Coca-cola is the largest beverages organization in the world it distributes their products across
the 200 countries borders in the world. This organization is currently having the largest market
share in the beverage industry which leads to the organization at top positions. In this
marketing plan, contains all information about the external and internal market factors which
make an effective impact on the organization in various way.Marketing plan discusses about
the different marketing approaches and tools to identify competitiveness in the market and
how to attract consumers at a massive level to increase sales. Coca-cola is a leading
organization with the innovative technology in their production and manufacturing process.
After all the analysis, monitoring and controlling take place to manage the rest of the
operational activities in the organization.
Mission and Vision
To refresh the world in mind and meet with the values that inspire the moments of optimism
and happiness through brands and actions.
Financial analysis
The positioning of the coco cola directs on the routes that are more than 200 countries of the
world with the high level of the sales to be achieved. The company needs to invest the heavy
discounts through international lines that are meeting the methods. The continuous
engagement of the people to switch to the cococola by doing the marketing campaigns can
meet with the regular works. The company has ensured with the strong position through which
the products availability across the world is foreseen and profit and value for the product is
observed.